A client with no existing ad infrastructure. We create everything from scratch: Google Ads accounts, Meta Business Manager, payment profiles, conversion tracking, and permissions - then build and launch the first campaign.
A client who already has ad accounts, payment methods, permissions, and tracking in place. They only need a new campaign built - e.g. a new property development launching under an existing advertiser.
Here's what goes into setting up a new medium-complexity advertiser from scratch, including the first campaign build.
| Activity | Hours |
|---|---|
| Google Ads account creation & billing | 2.5h |
| Meta Business Manager & pixel setup | 2h |
| Performance Max / display account setup | 1h |
| Payment profiles & approvals | 1h |
| Conversion tracking setup | 1.5h |
| Column setups & permissions | 0.5h |
| Ad tech coordination & oversight | 1.5h |
| Foundation subtotal | 10h |
| Activity | Hours |
|---|---|
| Creative upload & ad formatting | 2h |
| Audience & targeting build | 1.5h |
| Campaign structure & bidding strategy | 1h |
| QA & go-live checks | 0.5h |
| Tracking QA & sign-off | 0.5h |
| Campaign build subtotal | 5.5h |
Setup fees cover one campaign per platform (e.g. Harbour Sorrento = 1 Meta campaign + 1 Search campaign + 1 PMAX campaign). Additional concurrent campaigns for the same client are scoped as a separate New Campaign fee.
Bid adjustments, audience refinement, keyword management, negative keyword hygiene, budget pacing, and performance-driven structural changes.
Ad copy updates, creative rotations, new ad variations, asset resizing for platform specs. Client provides base creative - we handle adaptation and deployment.
Reallocation across campaigns and platforms based on performance. Spend pacing to hit monthly targets without end-of-month spikes.
Regular account health reviews, anomaly detection, dashboard maintenance, and proactive performance insights surfaced to stakeholders.
Coordination with the creative/copy team, managing approval workflows, ensuring assets are signed off and deployed on schedule.
Adding new ad groups, audiences, or extensions within existing campaign structures. Net-new campaigns beyond the original scope are quoted separately as a New Campaign setup fee.
| Digital Spend | Simple | Eff % | Medium | Eff % | Advanced | Eff % | M&W ~15% |
|---|
Fee = greater of floor or degressive % of digital spend. Higher tiers include a small complexity surcharge reflecting additional platforms and management effort. The M&W ~15% column shows what the incumbent agency's approximate blended rate (~20% search, ~10-15% social) would cost on the same digital spend for comparison.
Higher tiers involve more platforms, more complex tracking, and more ongoing optimisation work.
From receipt of a completed brief and all required access/information. Includes account creation, tracking implementation, and first campaign launch.
From receipt of a completed brief. Foundations are already in place, so we move faster on campaign builds for existing advertisers.
Every client gets a real-time performance dashboard - always up to date, accessible any time. We don't produce manual periodic reports. Dashboards are the single source of truth for campaign performance.
Each setup fee covers one campaign per platform (e.g. 1 Meta campaign + 1 Search campaign + 1 PMAX campaign). Additional concurrent campaigns are scoped and quoted separately as a New Campaign fee.
Need something live within 4 hours, or work done outside business hours (9am-5pm AWST, Mon-Fri)? Available where capacity allows, with a 50% surcharge on the applicable setup fee.
Client provides creative assets (imagery, video, brand guidelines) and ad copy. We handle asset sizing and platform-specific adaptation. Where approved, we can leverage AI tools to assist with copy generation and variations.
Dedicated Slack channel (or preferred method). Regular optimisation updates and proactive performance insights. Direct access to the team managing your campaigns.
Engagement scope is agreed and signed upfront based on this pricing framework. Each client's complexity tier and expected spend range is confirmed before work begins.
Ongoing fees are billed in arrears. At the end of each calendar month, actual media spend is reconciled from platform reporting (allowed 3 days to finalise). A single invoice is issued in the first week of the following month containing:
Management fee - the greater of the tier floor or the degressive percentage applied to actual digital spend for the completed month.
Payment is due within 14 days of invoice date.
New Advertiser and New Campaign setup fees are invoiced separately upon completion of each setup. These are one-off charges, not recurring.
All media spend is paid directly to the ad platforms. Your credit card is on the ad accounts, and you maintain full ownership and transparency of spend at all times.
All ad platform accounts are owned by you. Full ownership of all campaign data, audience data, conversion data, and performance history at all times.
Upon departure, full access to everything - ad accounts, dashboards, campaign data. Nothing withheld or deleted. Clean handover within 10 business days.
Campaign structures, ad copy, audience configurations, and bidding strategies are yours to keep - perpetual, irrevocable licence.
Underlying methodologies, frameworks, and tools remain ours - but everything built for your campaigns belongs to you.
| Term | Detail |
|---|---|
| Urgency / After-Hours | Expedited setup (within 4 hours) or after-hours work attracts a 50% surcharge. Subject to availability. |
| Business Hours | 9:00am - 5:00pm Perth time (AWST), Monday to Friday, excluding WA public holidays. |
| Dedicated Projects | Distinct projects outside ongoing campaign management (e.g. website migration, CRM integration) are scoped and quoted separately. |
| Channel Exclusivity | Exclusive provider for paid search and paid social channels. Programmatic, BVOD, and traditional media are not affected. |
| Termination | Either party may terminate with 10 business days written notice. Full data handover guaranteed. |
| Confidentiality | Both parties keep all business information, campaign data, and strategy confidential. |
| Liability | Not liable for ad platform changes or campaign performance outcomes. Aggregate liability capped at 1 month of fees. |
| Fee Reviews | Fees may be reviewed annually with a minimum of 30 days written notice. Any adjustment takes effect from the next billing cycle. |
| Subcontractors | We may engage specialist subcontractors (e.g. Stuart at Grove Foundry) to deliver operational aspects of the service. We remain responsible for quality and timeliness. |
| In-Person & Out-of-Scope | In-person meetings, workshops, and any work outside the agreed scope of ongoing campaign management are charged at agreed hourly rates. This includes on-site sessions, strategy workshops, technical audits, and ad hoc requests beyond standard campaign optimisation. |
| Governing Law | Western Australia. |
| Dimension | Standard (Sliding Scale) | Premium (Flat Rate, min $50k/mo spend) |
|---|---|---|
| Fee Model | Degressive % of digital spend (12% down to 5%) | Flat 20% of digital spend |
| Setup SLA | New advertiser: 3 business days | New advertiser: 1 business day |
| Campaign SLA | New campaign: 2 business days | New campaign: same day where capacity allows |
| Reporting | Live automated dashboards | Custom executive reporting + live dashboards + monthly strategic review |
| Measurement | Standard conversion tracking | Enhanced conversions, offline import, cross-channel attribution modelling |
| Optimisation | Regular performance optimisation | Dedicated optimisation cadence, A/B testing programme, creative performance analysis |
| Strategic Input | Campaign management focus | Quarterly business reviews, media mix modelling, budget allocation strategy |
| Technical | Platform-native tracking | Server-side tagging, CAPI implementation, AI-powered landing pages, advanced audience builds |
| Urgency Surcharge | +50% for after-hours / rush | Included - no surcharge |
Sliding-scale percentage of digital media spend with complexity tiers. Transparent, predictable, and aligned with performance. Setup fees cover infrastructure build, ongoing fees cover management and optimisation.
Once sufficient performance data exists across the client portfolio (typically 6-12 months), we can explore a success-fee model where fees are linked to outcomes rather than spend.
A fixed dollar amount per qualified lead delivered. Media cost risk shifts to the agency - we only earn when we deliver results. Requires validated conversion tracking and agreed lead qualification criteria.
A fixed fee per completed sale or settlement. Higher risk, higher reward. Best suited for developments where CRM data can close the loop between ad click and sale. Aligns perfectly with the property sales JV model.
Transitioning to a success-fee model requires: (1) at least 6 months of performance baseline data, (2) agreed lead/sale attribution methodology, (3) CRM integration for closed-loop reporting. We build towards this during Phase 1.
Comments - Setup Fees